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Struggling to attribute leads in a post-cookie world? Jeff Greenfield offers clarity. He unpacks the seismic digital marketing shifts caused by privacy changes at Google and Apple. With third-party cookies dying, hyper-targeting and precise measurement are fading. Frustrated marketers pine for the old days.

Yet Greenfield sees hope. His company, Provalytics, blends mathematical formulas from the 1700s and 1960s with machine learning. This concoction attributes leads without personal data, unlocking upper-funnel awareness channels like CTV and podcast ads.

One key takeaway: "Recognise that if what you’re doing today is working, it’s not going to be working in the future." So stay nimble.

Recommended book: Lemon: How the Advertising Brain Turns Sour by Orlando Wood

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